Analysis: BRC-KPMG September Retail Sales Monitor, sector by sector

Food Down

Competitive conditions continued in September and food and drink sales were negative for the fifth month in a row, both in like-for-like and total terms.

On a 12-month basis, total sales growth for food has now turned negative at 0.1%. Barbecue meats and salads experienced unusual demand for the time of year while more hearty meals were snubbed.

Clothing Down

The driest September on record and one of the warmest was bad news for fashion retailers last month, as demand for autumn/winter ranges was poor.

Coat sales were hit hard, which depressed sales because of the high cost of coats. However, retailers managed to limit the impact of tactical promotions, while children’s and women’s clothes were affected more than men’s.

Footwear Down

September was a dire month for footwear and the category ended up at the bottom of the BRC-KPMG ranking table. September’s sales were a reversal of what happened at the end of August when a cold snap helped sales in the new full price ranges.

Extra sales were offset by withering demand as more summery conditions returned last month. The women’s segment was most affected due to the lack of demand for boots, which usually represent a significant portion of footwear sales in September.

Health and beauty Up

In a month of gloom for many other categories, health and beauty did not suffer as much. There was a trend towards more premium products but still a good take on promotions. Cosmetic brands, slimming products and fragrances were reported among the growth drivers while some hair products were a battleground for promotions.

Sales of medicines were helped as illnesses struck at the end of the month.

Furniture Up

The favourable demand for big-ticket items continued into September and the category pulled itself to first position in the growth ranking table.

Toys and baby equipment Up

Toys and baby equipment was the second-best performing category in September, boding well for the build-up to Christmas. Boys’ action figures and construction games were among the drivers of growth.

House textiles Up

The category made the most of the back-to-university season with good demand for cushions and rugs.

Home accessories Down

Good sales for decorations, lighting and cooking and dining helped home accessories claim a spot in the first half of the ranking table.

Other non-food Up

Other non-food, which includes electronics, leisure and DIY products, recorded its weakest performance since February. It was up against a strong comparable period in September 2014 and the summery weather distracted shoppers from traditional autumn buys such as electronics. Without online sales the category would have shown a decline.